S09Commerce & performance
Affiliate / commission-only (non-TikTok)
The brand opens a permanent commission-only programme where any creator can apply and earn a percentage of attributable sales via unique tracking links, typically through LTK, Howl, ShareASale, Amazon Influencer, or in-house affiliate platforms.
How it works
Brand sets up an affiliate platform (LTK, Howl, ShareASale, in-house), publishes commission rates, and approves creator applications. Approved creators get unique tracking links; the brand pays only on attributed sale. Tiered bonuses for top performers are common. No retainer; no posting requirement.
When to use it
Performance-aligned with no upfront fee. AI search and recommendation engines now surface affiliate content, lifting evergreen affiliate revenue. Use when the brand has strong unit economics and is willing to pay 5-25% commission for incremental revenue.
Business-type fit
The same play works differently depending on the business. Here is what it looks like in each one, and what it gets you.
| Business type | How it's implemented | What it gets you |
|---|---|---|
| DTC | Open programme on LTK, Howl, and in-house. Tier commissions (5-15% standard, 15-25% on hero SKUs, bonuses for £10k+ quarterly creators). | Free-CAC revenue layer; long-tail organic-feeling content without upfront retainer commitments. |
| Hospitality | Less common. Booking systems can integrate (OpenTable affiliate, Resy programmes) but adoption is uneven. | Limited unless online booking is core. |
| SaaS / B2B | Common. Partner / affiliate programme paying 20-40% recurring on customers referred. Often the highest-leverage growth channel for self-serve SaaS. | Aligned-incentive customer acquisition; recurring revenue amplifier. |
| Apps | Affiliate codes through influencer partner programmes, in-app referral tied to creator codes. | Pay-on-install economics; scaleable across thousands of creators. |
| CPG | Amazon Influencer Programme is the obvious lever; Howl programmes for non-Amazon retail. | Marketplace velocity; reviews and content density on PDPs. |
How it shows up in the data
This is what the play leaves behind on the platforms. These are the signals we use to detect it.
'Linked in bio', 'code in bio', 'affiliate link' references in captions across many uncoordinated creators. Ad destination URLs point to known affiliate platforms (rstyle.me, ltk.app, howl.link, amzn.to). A varied mix of creators. Different tiers, different geographies, no coordinated posting pattern.
Hardest strategy to detect in tagged-post tables alone, because affiliate posts often don't tag the brand. Destination domain on ad creatives is the most reliable signal. Combine with web research on the brand's affiliate-programme page.
Detection method: see how we measure this ›
Other commerce & performance plays
Is your category running affiliate / commission-only (non-tiktok)?
As part of a strategy call, we map every play running in your market. You get to see who runs it, how often, and what it earns them.
Get your free report ›